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Don't start a project by thinking about the method.
In Secret no 2 we saw how the research objectives come directly from the business question,
and how they already suggest a method.
Notice how much we can tell from looking at a face, without even hearing the words
Video courtesy of John Habershon, Momentum Research
Face to face discussion is still the default method
Groups and depths will be covered in detail in the next video.
Skilled moderators have tools and techniques to minimise the drawbacks.
There are drawbacks of the observer effect and self-editing in both,
but you learn a lot more about behaviour than when people are sitting on a sofa.
The appeal is the ability to by-pass the limitations of language and measure emotions, reactions, brain activity.
The issue is that you have to find ways of understanding what the measurements mean -- which often means interviewing.
And can you justify it to the client / the assessor / tutor?
There is a whole other challenge in tailoring a Lamborghini brief to a donkey cab budget!
Each one makes up for the disadvantages of the others.
Download a case study on mixed methods from www.qualitativemind.com.